Cost per click is an advertising metric that tells you how much you’re paying for each click on your ad on average based on the keyword, bid, quality score, and competition for that keyword’s ad position.. If your goal is to drive traffic to a landing page or a piece of content, a low CPC means you’re getting more traffic at a lower price, while a high CPC means you’re paying a lot for traffic. CPC can vary based on many factors, including who you’re targeting with your ad, what locations you’re targeting, and how relevant your ad is to your target audience.
In the Google Ads platform, each keyword will have an estimated click cost, but the prices change in real time as advertisers bid against each other for each keyword. Average CPCs can range from less than $1 dollar for longtail or low-competition keywords, to upwards of $100 per click for competitive terms, primarily in legal, insurance, and water damage restoration industries.